Being roughly right is better than being precisely wrong. Any consumer researcher will know that what consumers say they will do in innovation research does NOT translate directly to what they actually do in market. Consumers don’t mean what they say. So why do we accept what consumers say to be what they mean? We shouldn’t. But we do, and because of that, researchers everywhere are under an illusion about how close they are to their consumers. If researchers could read between the lines, consumers are telling a different story. Stan and Hans will share some stunning results using the latest generation of highly sensitive and contextual verbatim-interpretation technology, allowing researchers to walk the talk.
Stan Knoops (IFF, International Flavors & Fragrances)
Global Head of Insight, IFF, International Flavors & Fragrances (Netherlands)
Stan is leading the global Insight Function for the Fabric category and leading the Europe/Africa CI team at IFF (International Flavors & Fragrances). His mission is to make the world smell better. He has a strong focus on innovation, and specifically on developing an innovative mindset with cross functional teams. He studied Sensory Research at the Cornell University in the USA, and has a master degree in economics, with a focus on market research and consumer behavior. Last year he was nominated best Dutch researcher at client side from the Dutch Market Research Association.
Hans Lingeman (Winkle)
CEO, Winkle (Netherlands)
Hans is one of Winkle’s co-founders and leads the Winkle team, winkling out intriguing nuggets from his client’s markets. With over 18 years’ experience in global market research, he is one of the true pioneers in the market research industry – being amongst the first to implement online data collection on a global scale (’96-’98) and experimenting with customer dialogue marketing (2001), co-creation techniques (2006), Lead User concept (2007), Facial Coding (2010) and real time interaction (2012). In 2013, Hans won MOA’s Dutch Market Researcher of the Year 2013 award.